You’ve worked hard on your app, you’ve tweaked and re-tweaked the design, tested the different elements, coordinated teams across many time zones, managed different priorities, worked to craft the marketing strategy and you’ve told people:
“The app will be live on the 4th of March”.
You know that the average time it takes for an app to be approved by Apple is around 6 to 7 days. From experience and from checking the latest figures from fellow developers. Therefore, you’ve submitted the app to them in time to accommodate for 7 days, and you’ve set the release date to the 4th inside the dashboard as you know you should.
The first 5 days fly by, you don’t even check your iTunesConnect dashboard.
On the 6th day, you login. It still says “Waiting for review”.
You feel yourself gulp. Doubt creeps in: “Should I have aimed to submit the app to them sooner? Is this not going to be approved on time?”.
No surely not, surely it’ll be approved you tell yourself.
You start checking the dashboard every 30 minutes, to be greeted by the message “Waiting for review”.
You tell yourself you’re being silly, so you leave it.
The next morning you login, still “Waiting for review”.
Tomorrow was supposed to be the day of the launch. You start checking the figures and see that some developers are reporting 5 days, others 12.
Oh no – what now? You resolve to wait, surely in the next few hours it’ll change from “Waiting for review” to “In Review” which will be followed a few short hours later by “Ready for Sale”. But it doesn’t happen.
You’re panicking, how long can I wait? The app should have been available by now in Australia.
You check the figures again and again, refreshing the screen, and it’s driving you insane. You can’t get any other work done, you’re too focused on this. Staring at the screen willing it to change.
It’s too late. Even if switched to “In Review” you’d still not be in time to launch on the 4th of March as promised to the client and your business partner. You feel silly, but you craft an email, apologise, and ask everyone to hold off announcing the app’s availability until the next day.
You pride yourself on good work, and you have to admit you’ve failed.
You fall asleep, wake up the next day and refresh the screen:
“Waiting for review”.
What? Seriously Apple, come on, cut me a break!
You make some breakfast, start planning for the worse if the app isn’t approved and keep checking.
“Waiting for review”
“Waiting for review”
Those magical words appear. You feel like jumping up and down! You proudly announce to everyone that we’re on to launch on the 5th of March.
You feel a weight lifted off your shoulders. A few hours later, you see the next message:
We’re ready to rock!
The next waiting game begins. You wait for the promotions to start, and the figures to come in.
Two lessons learnt:
- Give yourself extra time when you submit an app for review by Apple
- Keeping your eyes on the clock only makes it worse